AI and the new consumer: how technology is redefining the travel market

The travel industry is undergoing a structural transformation driven by artificial intelligence (AI) and increasingly demanding consumers. Far from simply optimizing processes, AI is redefining where value is generated—and who controls it—within the tourism ecosystem.

According to an analysis released by Belvera Partners following the Juniper Summit, the sector is moving away from a search-based model towards one in which algorithms decide which products are displayed and which are excluded. In this new scenario, visibility is losing ground to a key factor: trust.

“AI is becoming the new gatekeeper,” explained Andrés Spitzer, CEO of Civitatis, noting that it’s no longer about appearing first in a search engine, but about being selected by intelligent systems. This forces companies to rethink their strategy: they must be “readable” to algorithms, with structured data, clear content, and a solid reputation based on real experiences.

This technological shift finds fertile ground in the evolution of the consumer. Today's travelers show an ever-decreasing tolerance for friction: they expect immediate responses, efficient solutions, and seamless experiences. In this context, AI intermediation is not only accepted but valued for its ability to simplify decisions.

In fact, technology is democratizing access to expert knowledge. As David Rebolledo of NexusTours explained, what previously required specialized advice can now be resolved through intelligent systems, allowing users to make better decisions with less effort.

This new behavior, in turn, alters the logic of supply. For years, the industry relied on volume and scale as a competitive advantage. However, AI introduces a paradigm shift: the key is no longer offering more options, but offering the right option.

“We don’t want to give travelers a library; we want to give them the right book,” summarized Amit Shamni of Bridgify, reflecting the shift toward models based on relevance and intent. Instead of extensive catalogs, the focus is on personalized and contextualized suggestions.

This approach drives trends like "dynamic bundling," where different components of a trip—experiences, transportation, events—are integrated into a single offering tailored to the user's profile. Thus, personalization ceases to be a differentiator and becomes a basic expectation.

At the same time, the way travelers interact with technology is also changing. Traditional interfaces are giving way to conversational interactions. Users no longer want to navigate through multiple options, but rather obtain concrete answers in real time, via chat or voice. As Spitzer warned, once this model is adopted, it's difficult to go back.

From a business perspective, AI impacts the entire value chain. As Jaime Sastre of Juniper Group explained, its effect extends from operational optimization for suppliers to improved connectivity in distribution and the creation of new business opportunities through contextual recommendations and cross-selling.

However, this progress also brings new challenges. The greater transparency introduced by AI intensifies competition, especially in segments where the supply is homogeneous. In these cases, differentiation becomes more complex and price pressure increases, as Desiree Kats of Transferz warned.

Looking ahead, the change will be even more profound. It is estimated that between 15% and 20% of bookings could be made through AI agents in the coming years, consolidating a model where machine-to-machine interactions are gaining prominence.

In this context, trust emerges as the main differentiating factor. Not only in terms of brand, but also as a key signal for the algorithms that mediate demand. “We don’t sell experiences, we sell memories. And those memories must be real, repeatable, and reliable,” Spitzer concluded.

The combination of increasingly influential technology and a more impatient and demanding consumer is shaping the sector's future. AI is not only changing how travel is sold: it's redefining what travelers expect and how they make their decisions.

Fuente:
Belvera Partners; Juniper Summit 2026. Ada Research / Business Wire (abril 2026).